Ecommerce Conversion Funnel

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The conversion funnel is the imaginary path to purchase in an eCommerce online store. The funnel consists of several stages, for example,

  • The visitor enters the site.
  • Chooses a category in the catalog.
  • Browses through the goods.
  • Adds a product to the cart.
  • Places an order.

Some of the buyers are eliminated at each stage, there are fewer users – the process visually resembles a funnel. The more visitors reach the neck of the eCommerce conversion funnel, the higher the conversion rate of the online store funnel.

An eCommerce example above is a simplified one. Visitors rarely go through the conversion funnel stages in the right order – they may compare prices and services on different eCommerce websites, leave and come back, or jump through stages. Users who have added to the cart but have not made a purchase can be “caught up” through remarketing and retargeting – there are many options for moving toward the purchase, and the interaction between the online store and the potential buyer can sometimes last for months.

The conversion funnel is not the user’s actual path but the sequence of steps assumed by the eCommerce business owner. The user journey is the actual behavior on the website, and it may differ from the modeled conversion funnel and customer journey map. Nevertheless, the conversion funnel is important to build and analyze.

Plerdy Ecommerce Conversion Funnel Analysis

At Plerdy, we offer a cutting-edge eCommerce conversion funnel analysis tool that has measurable advantages over similar tools. It is suitable for any-sized eCommerce business as well as usability experts, CRO experts, SEO specialists, and UI/UX designers. Our eCommerce conversion funnel analysis tool will help you:

  • Optimize website funnel and grow conversion
  • Increase average revenue per user
  • Decrease cart abandonment rate
  • Decrease bounce rate
  • Increase customer retention rate and lifetime value
  • Lower churn rate

Our tool will show you a natural step-by-step conversion process in your eCommerce store as well as in your competitor`s eCommerce store. It records how leads interact with website elements and pages and visualize this activity as a conversion funnel. You can even customize the look of the funnel.

Quick configuration and multiple funnel types are the main benefits of our conversion funnel analysis tool. Zeus Social 3D, Template Monster, Arcs & Curves JLT, Awaken Internet Marketing, Nuovit Homes, Synergetic S.A.S, MOYO, and hundreds of other businesses and experts already use Plerdy tools for conversion funnel analysis.

4 eCommerce Conversion Funnel Stages

The way eCommerce stores guide their customers through their conversion funnel depends on the nature of the product as well as the characteristics of their audience. For example, some online stores have longer conversion funnels. If you’re selling luxury products, it’s likely to take longer to convert a visitor because higher prices are usually seen as a major obstacle and usually require more persuasion. But in general, the steps of the conversion funnel are the same and can be applied to any e-commerce business: awareness, interest, purchase, repeat customer.


The visitor is not yet interested in a particular product. You have attracted the user from search engines, social networks, and other traffic sources, and now they are familiarizing themselves or themselves with the assortment, studying promotions and discounts.


The visitor is looking for a specific product, comparing product features. The user likes the eCommerce store and studies the product cards and reviews in detail.


The visitor places an order. In many conversion funnels, this stage is the last, but this doesn’t seem right.

Repeat customer

The “Retention” stage is related to engagement, loyalty, and referrals. Here you should try to increase the frequency of purchases, the total amount of money spent by the user you have already attracted.

11 Ways to Optimize Your Ecommerce Conversion Funnel

Very often, the owners of eCommerce stores are trying to change the conversion rate of their website, but they do not succeed. The thing is that they don’t understand what they are doing and why. They don’t have enough information to make the right changes to the site. Here are some options on how you can change the profit from your website.

Understand audience

Maxing out conversions is all about understanding your audience. If you target the wrong type of client, it will be ineffective and cost time/money to deliver very little result. This could jeopardize future marketing efforts altogether!

The awareness stage happens at the beginning part of your sales funnel when capturing leads who may be converted later. Knowing your target audience is the key to converting them. The better you understand their needs, desires, and preferences in terms of demographics, the better strategies you will use.

Create goals in Google Analytics

Goals are the ultimate way to visualize your eCommerce sales funnel and get something tangible. Doing this in Google Analytics allows you for detailed tracking of the different stages from awareness to purchase. Data gathered from e-commerce websites provides invaluable insight into how users interact with products/services offered through your web pages.

Optimize product pages

Optimize your product pages to get more customers. This means giving them all the information they need but making sure it’s not b1oring or technical. For example, describe how a customer would feel when using the product. Add practical call-to-action buttons that allow visitors quick access into buying without confusion about cost & fees involved in shipping etc. You can find some great inspiration by checking out what other online stores are doing.

Active on social media

Social media marketing is a great way to get your eCommerce brand in front of potential customers. It can help with everything from improving conversion rates, increasing traffic and broadening exposure for the business. And you’re getting reviews on what people think about your products.

Use strong CTAs

Many companies simply insert a CTA like “Buy!” on the website and hope that’s enough to increase conversions. They spend a lot of time, energy, and money developing their website and then use a failed call to action in advance. And naturally, they fail.

Your website needs a strong and compelling CTA that encourages people to take action. A call to action has two main purposes: to tell someone what they should do and to give them the motivation to do it. Thus, many online stores mistakenly emphasize what the visitor needs to do but completely overlook the motivational message – why that needs to be done.

Leverage on-site messages

A successful conversion funnel starts with the right audience. No two visitors are alike, so it’s important to create different audiences and content for them depending on what they want or needs from your business then – purchasing something new (first-time customers) or renewing their subscription (subscribers) etc.

Optimize checkouts system

The conversion funnel is the lifeline of any business. It’s not always easy to maintain a high rate. Still, if you can get your checkout system running, it will set everything else into motion with great efficiency! 1 out of 10 visitors leaves the website without buying anything. This means there are plenty who could be converted at your online store. Therefore, offer prices in local currencies (not just US Dollars) and don’t make shoppers register or enter personal information unless they choose otherwise by checking boxes during the check-out process.

Nudge visitors during checkout

The last thing standing between you and your visitors is a well-designed checkout page. If it’s not user-friendly or has too many errors, the potential customer may just bounce off of it without making a purchase. This means losing revenue forever! Use free shipping as an option to turn potential customers on the decision stage into loyal customers.

Send behavior-based emails

If you’re not using the data your visitors provide, then you are losing your possibilities. Cookies provide marketers and retailers alike a unique opportunity to get insight into customer behavior at each stage of an online journey from the landing page through the checkout process – and even after the purchase! E-commerce stores can create highly targeted email campaigns based on user interest or other important metrics with this information in tow.

If you sell products or services that have a recurring cycle of use, then create a system of automatic reminders via email. For example, you sell water filters. You can remind customers who have already made a purchase. When it’s time to replace the filter, send an email about buying a new one.

Promote loyalty program

Loyalty programs are the key to long-lasting relationships. The last step is one that never stops – keeping your customers loyal and satisfied while creating new ones in droves! Offer a discount on their next purchases for recommendations. In such a way loyal customers will tell their friends about you.

Most importantly, don’t forget to just say “thank you”. Congratulate your client by e-mail on an anniversary or their birthday. After all, simple words of gratitude can make a big difference in your relationship with your customers. Offer a gift coupon or discount!

Keep customers engaged

Email marketing is the perfect way to make your customers feel appreciated and engaged. Celebrating milestones with an email campaign targeted towards existing clients can be a great opportunity for your eCommerce brand. It will show how grateful they are after their purchase while also reminding them that new things are coming out soon!


Conversion funnels are important to build to get visitors to the point of purchase. Different conversion funnels have different objectives and performance indicators – it’s important to consider them when creating your online store development strategy. Conversion funnel analysis tool from Plerdy will significantly help to increase your online store`s revenue. Precoro, Proficonf, Huggies, Intellis, WPStarters, Ringostat, Vault, Inspire Changes L.L.C, and Kredo Bank already took advantage of our platform.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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